When O2 launched free screen repairs with new handset tariffs, it was a pretty big deal. But even though the UK racked up an astonishing £1bn repair bill for cracked screens over the last 3 years, we needed to make this more that an ‘insurance message’ Our idea was to shift from telling, to feeling, using media to create the “oh shit” feeling when you’re screen smashes. So we smashed stuff up using contextual media execution to create relevant experience, we broke billboards, rolled phones down escalators and smashed screens, all creating the horror of ‘the oops!’ moment. The results created huge public debate and even concerned citizens reporting our ‘broken’ posters to contractors. Using media as the message to stand out from a commoditized market was a very different idea but increased brand love 12%, value perception 7% and consideration 3% - huge uplifts. Oops! drove 170K upgrades (32% above target), 68% customer take up (49% above target) and was responsible for 70% of all sales in the period, driving £17m in revenue. We bought a true experience to life in a meaningful way because it wasn’t just the audience we wanted media to capture, it was the feeling.